How to Avoid “The Comcast Effect”

[Commentary] Through a combination of factors, the consumer’s voice has never been louder or more pervasive. We live in a digital era, where news travels at the speed of real time, and is then amplified to and by the masses. Once upon a time, a complaint would die in the call center -- today it is making headlines, and could go viral. We have shifted from an analog world to a digital one, which presents both a great challenge and a tremendous opportunity for companies today. The dangers are real for companies that do not understand the new social contract between company and consumer. The lesson is simple: Treat customers like humans, not as transactions. In fact, the smartest brands are using every consumer interaction as an opportunity to create a relationship.

[LoCascio is Founder and CEO of LivePerson]